| 摘要 |
This disclosure relates to a system, method, computer program product, and data signal for providing local marketers with an affordable, efficient, media-related service for planning and executing a marketing communications campaign using a computer-implemented system. The system and method provides the advantages typically available only to larger purchasers without having to maintain the advertising budgets of such large purchasers. The system allows the user to input preferences about the media/communications campaign into interactive worksheets. The preferences are used by a set of intelligent decision rules to produce prototype plans which present a week-by-week schedule of media purchasing as well as an allocation to various media/communications classifications. The system also allows the purchaser to vary the preferences and see the effects of the variations on the prototype plans. Once a plan is approved, the system facilitates media purchases with strategic media/communications providers at discounted rates. This system provides the small purchasers with all the buying clout of a large purchaser, provides expertise to those who may lack it, and significantly reduces the time and costs currently required for media planning and buying.
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